Artemis II mission commander Reid Wiseman captured many moments while orbiting the Moon. He shared the photos and videos he recorded. One of them was an “earthset”—a moment when the Earth sets, similar to the sunsets humans are accustomed to seeing. The video was taken using an iPhone 17 Pro Max. This marks the first “Earthset” captured using a smartphone.
The iPhone 17 Pro Max isn’t the only device permitted to be taken into space. Other astronauts are also known to capture images using professional equipment, such as a Nikon camera with a 40/0-millimeter lens.
At first glance, the story of an astronaut photographing Earth’s landscape from the Moon using the latest smartphone sounds like a typical tale of technological progress. Cameras are getting more advanced, equipment is becoming more affordable, and photos are getting sharper. However, there is an important lesson to be learned, especially for family business owners: innovation isn’t just about expensive, high-tech equipment. On the contrary, innovation is becoming increasingly accessible to everyone. Tools that were once the exclusive domain of professionals are now within the reach of many people. Those who can utilize them creatively will excel.
For family businesses, this change is like a double-edged sword. There are opportunities, and there are challenges. Until now, most family businesses have relied on time-honored traditions, experience accumulated over time, and small improvements. All of that does create stability. However, the consequence is that the business stagnates. The question now is no longer “do we need to innovate?”, but rather “how can we innovate using the tools already right in front of us?”
The difference between a professional Nikon camera and an iPhone camera illustrates a major shift. Innovation is no longer about having the most advanced equipment, but about how smart and creative we are in using what’s already available.
In the context of family businesses, this means innovation doesn’t always require a large investment. There are many cloud-based software solutions, AI-powered tools, and digital platforms that are now affordable. For example, a small-scale family-owned factory can use demand forecasting apps that were once exclusive to corporations. A family-run store can also leverage social media analytics to monitor customer behavior in real time, without needing a large number of IT experts.
Bridging Two Generations
One unique aspect of family businesses is the presence of two or three generations working together. This can be a hindrance, or it can accelerate innovation.
The younger generation is typically more familiar with new technologies. Meanwhile, the older generation is rich in experience, networks, and strategic judgment. The challenge isn’t choosing one over the other, but blending the two.
Technology can serve as a bridge. The younger generation can lead digital projects such as online stores or AI implementation. Meanwhile, the older generation guides strategy and manages risk. If managed well, this collaboration will produce an innovation engine that is both agile and wise.
Having cutting-edge tools alone isn’t enough. Organizational culture also plays a key role.
Many family businesses still tend to prioritize stability and avoid risk. This is indeed a strength, but it can also make them hesitant to try new things. To fully leverage modern technology, mindsets must shift.
Change doesn’t mean being reckless. It means starting with controlled experiments. For example, launching a small-scale pilot project, setting aside a small dedicated budget for experimentation, and most importantly, accepting the reality that not all experiments will succeed.
Reid Wiseman’s story at the beginning of this article perfectly captures this spirit. He wasn’t replacing a professional camera; he was exploring new possibilities with whatever tools he had at hand.
Data, the Often-Overlooked Asset
In the digital age, data is the new gold. Unfortunately, many family businesses remain unaware of this. Many family businesses, especially those led by the older generation, still prefer to rely on intuition when making decisions. Making decisions based on data does not eliminate intuition. On the contrary, data clarifies the picture, making intuition sharper and more precise.
Boundless Collaboration
Technology also opens the door to new forms of collaboration. Family businesses no longer need to rely solely on internal capabilities. With digital tools, they can partner with startups for innovation projects, collaborate with universities on research, or involve customers directly in the product creation process. This open-minded approach can transform a business from a closed system into an adaptable network. The result is a business that is more resilient and innovative.
Ultimately, the success of technology and innovation adoption in family businesses depends on their leaders. Leaders must set an example of openness to new ideas, encourage their teams to keep learning, and skillfully balance respecting tradition with a willingness to change.
A photo taken by Reid Wiseman using an iPhone 17 Pro Max illustrates one thing: using what’s available in new and meaningful ways. This doesn’t mean abandoning old expertise—the professional Nikon camera is still there—but expanding possibilities.
